Written by Mary Christ Anderson, deputy editor
Being an editor at FITNESS, I'm always looking for scoop on what's now and next for the sporty lifestyle. One blog I make a must is StyleofSport.com. I think I've settled on a cute beach tote when —poof—my new favorite pops up in the Style of Sport newsletter. SOS's founder Claudia Lebenthal always nails the haute and cool mix of picks because she has an eye for design. "There's a definite intersection of sport with fashion, art, news and culture and I see it everywhere: in magazines and movies, on ski slopes, at the gym or a photo gallery—you name it," says Lebenthal. (She was a visuals director at both Women's Sports & Fitness and Self—I know because we worked at both together!—before she set her sights on, well, sites.)
"At first, I wanted to have a store that sold the sporty chic clothes I loved and worked out in," she says. "That sparked me to bring together my collection of what I was craving online instead."
Much like planning the spreads in magazines, Lebenthal scouts the season out and plucks the best gets for SOS. And you can tell she's the real deal from her exploits—paddle boarding, flyfishing, kite surfing, back country skiing—all of which she shares, along with other profiles and tidbits. (You've got to read the essay she penned for FITNESS to be inspired. Readers wrote to us that they had co-opted her you-can-do-this mantra in that essay: It's your level now.
"My goal," says Lebenthal, "is to appeal to both the athlete and fashionista. Performance is the bottom line but style is what makes it fun!"
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